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10 cracking digital marketing stats from this week

It’s the Easter weekend, which might mean you’re knee-deep in chocolate eggs, hot cross buns and beer by now. But hold up – why not take a break from all that lovely stuff and get stuck into some even lovelier stats?

This week’s roundup includes news about digital ad spend, brand communications and personalisation. You can head on over to the Internet Statistics Compendium for lots more too.

28% of marketers still feeling unprepared for the GDPR

With just over a year until the GDPR comes into force, a new infographic from the DMA shows that many marketers are failing to prepare.

While general awareness of the GDPR is up, 28% of B2B marketers still feeling unprepared – down just 2% from previous figures. Only two-thirds of survey respondents said their business would be GDPR compliant in time for 2018.

In terms of the causes of concern, 37% of marketers said profiling, while 50% said it was legacy data. The biggest was by far consent, with 70% agreeing that it would change under the GDPR.

Three fifths of marketing graduates have no knowledge of affiliate strategies

Affilinet has been researching how well marketing students are prepared for a career in the industry, with results showing that many are graduating with little or no knowledge of affiliate or performance-based marketing.

In a survey, 41% of graduates said that they have studied modules related to affiliate marketing. Out of these, however, 67% stated that the information taught was ‘outdated and unhelpful’.

52% admitted that they’d needed to teach themselves to progress in their career, with 22% learning through courses later on. The remaining 26% of marketing graduates said that they still had no knowledge of affiliate practices whatsoever.

Mobile drives digital ad spend past £10bn

According to a new report from IAB and PwC, digital advertising grew at its fastest rate for nine years in 2016, increasing 17.3% to £10.3bn.

Mobile video is now the fastest-growing ad format, with spend on mobile video ads doubling to £693m. Consequently, it now accounts for 29% of the total growth in ad spend.

Insight suggests that the rise reflects the increasing amount of users watching video clips on their smartphones, with two in five people reportedly saying they now watch mobile video more than they did a year ago.

Just 13% of employees able to name their company CMO

New research by eShare suggests that chief marketing officers are one of the least recognised board members, with just 13% of employees able to identify the CMO of their organisation.

In a survey of over 1,000 UK employees, just 8% were able to identify the chairperson and 14% were able to identify the chief information officer and chief financial officer. In contrast, 36% were able to name the CEO, making this the most visible board member to UK employees.

66% of beauty shoppers use Instagram for inspiration

Facebook and Instagram has revealed how beauty shoppers are increasingly turning to social media to help inform their purchases.

The Mobile Makeover Report states that 66% of beauty shoppers look to social media for inspiration on how to achieve their perfect look, 70% for learning make-up techniques and 62% for advice on products.

Tutorials are among the most popular types of video, with 74% of beauty viewers watching ‘how-to’ content. You can read more about how mobile is impacting the beauty industry in this article.

41% of UK shoppers will spend more to make Easter special

Savvy has been exploring how consumers will spend their money over Easter, with 62% of UK shoppers planning to celebrate over the bank holiday weekend.

In a survey, 41% of respondents said they don’t mind spending more in order to make their Easter celebrations special. That being said, shoppers will still be on the hunt for a discount, with 60% saying they already know where they’ll can find the best value Easter eggs.

Unsurprisingly, eggs will be the most popular item to buy, followed by chocolate in general, and the ingredients for a roast dinner.

62% of ecommerce brands don’t personalise digital experiences

Episerver’s State of Digital Commerce report suggests that just 38% of ecommerce brands are incorporating personalisation into their current marketing strategies. Despite 70% of companies using email marketing, only 28% are using triggered emails to re-engage non-converting customers.

What’s more, despite the abundance of data available, 46% of marketers admit they wouldn’t be able to create an omnichannel campaign due to a lack of insight into the customer journey.

Paddy Power generates the most social engagements during Grand National

4C has analysed the level of social engagement generated from TV ads during the Grand National. Results show that Paddy Paddy stole the show, with its two ads generating 59,527 engagements from public mentions, retweets, comments and likes on social channels – double the engagement of competitors.

SkyBet saw 16,840 engagements and Coral saw 18,733. Meanwhile, despite its close association with horse racing, William Hill saw just 2,812 over the course of the event.

Consumers see Snapchat as a passing trend for brand communication

A new study by Mailjet has revealed that consumers are displaying a lack of faith in new platforms like Pinterest and Snapchat and their role in brand communication.

41% of consumers believe that email is the platform most people will be using in 10 years’ time, followed by 26% of consumers saying the same for Facebook and WhatsApp. In contrast, just 11% of people are certain that Pinterest and LinkedIn will be used in a decade and only 14% are confident that Snapchat will still exist.

Despite many brands getting involved, major updates to platforms are also going unnoticed by consumers, with just 6% of people noting Instagram’s ‘buy button’.

Supermarket promotions fall to lowest level in 11 years

According to Nielsen, supermarket promotions have fallen to their lowest level in 11 years in the UK, with just 26% of consumer spend going towards temporary discounts or multi-buy offers in the four weeks up until 25th March 2017.

Nielsen suggests that this is due to supermarkets becoming increasingly price competitive, turning temporary price reductions into permanent cuts as a result.

Year-on-year supermarket sales have also fallen, with the late Easter period said to have contributed to a 2.6% decrease in the four-week period to March 25th.

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